Research Catalog

Strategic marketing for nonprofit organizations / Alan R. Andreasen, Philip Kotler.

Title
Strategic marketing for nonprofit organizations / Alan R. Andreasen, Philip Kotler.
Author
Andreasen, Alan R., 1934-
Publication
Upper Saddle River, NJ : Pearson/Prentice Hall, c2008.

Items in the Library & Off-site

Filter by

1 Item

StatusVol/DateFormatAccessCall NumberItem Location
Request for On-site UseRequest Scan
How do I pick up this item and when will it be ready?
c.2TextRequest in advance HF5415 .K6312 2008 c.2Off-site

Holdings

Details

Additional Authors
Kotler, Philip
Description
xxii, 504 p. : ill.; 25 cm.
Summary
Reflecting contemporary research developments, this text forms a conceptual and practical foundation for marketing in non-profit organisations. Its coverage encompasses the entire process, providing valuable insights on strategic evaluations, positioning, and market targeting.
Subject
Nonprofit organizations > Marketing
Bibliography (note)
  • Includes bibliographical references and index.
Contents
  • Sect. I. Developing a target audience orientation -- Ch. 1. The growth and development of nonprofit marketing -- Ch. 2. Developing a target audience-centered mindset -- Sect. II. Strategic planning and organization -- Ch. 3. Strategic marketing planning -- Ch. 4. Understanding target audience behavior -- Ch. 5. Acquiring and using marketing information -- Ch. 6. Segmentation, targeting, and positioning -- Ch. 7. Branding -- Sect. III. Designing the marketing mix -- Ch. 8. Value propositions: managing the organization's offerings -- Ch. 9. Developing and launching new offerings -- Ch. 10. Managing perceived costs -- Ch. 11. Facilitating marketing behaviors -- Ch. 12. Formulating communication strategies -- Ch. 13. Managing communications: advertising and personal persuasion -- Ch. 14. Managing public media and public advocacy -- Sect. IV. Developing resources -- Ch. 15. Generating funds -- Ch. 16. Attracting human resources: staff, volunteers, and board members.
  • Ch. 17. Working with the private sector -- Sect. V. Organizing and controlling marketing strategies -- Ch. 18. Organizing for implementation -- Ch. 19. Marketing evaluation, monitoring, and control.
ISBN
  • 9780131753723 (hardcover : alk. paper)
  • 013175372X (hardcover : alk. paper)
LCCN
^^2007032487
OCLC
  • 154685506
  • SCSB-10472315
Owning Institutions
Harvard Library